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An Idea A Day by David Thompson

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MARKETING

REDEFINE YOUR AUDIENCE

Jeremy Kourdi

The idea

Do you think you know who the best people are to target with your marketing? Think again. Reconsidering who may be interested in your products opens up a new world of potential customers, for the company intrepid enough to find a new audience for its advertising.

The Polish division of the brewing firm Carlsberg decided to create a beer to be marketed primarily to women. Karmi, a beer with a low alcohol content and high emphasis on flavor, was colorfully packaged and launched ...

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